WellCare - Brand Platform Exploration

WellCare - Brand Platform Exploration

Challenge

In order to grow their business, WellCare must stand out in a "sea of same" where they are outspent and outbranded.

Opportunity

Increase Traditional Medicare Advantage (TMA) enrollments, primarily across the 65+ aged audience, through a communications platform that highlights WellCare's point of difference in a distinctive way that makes them a better choice for people than the default or most familiar option.

The 4 C's of Discovery

Record breaking drops in trust

People question the values and motives of companies now more than ever. They believe big corporations are only out for profits and align their trust with those who can show (not just tell) that you have their best interest at heart.

Self-care over healthcare

Today, people view health in a holistic sense, encompassing mental, physical and emotional well-being. They turn to healthcare not just for when they are sick, but to help them live better, more fulfilling lives. This is especially true of empty nesters, who see turning 65 as a start to a new life, not the end of an old one.

Customer service and convenience are differentiators

Everyone claims to "do it all" when it comes to cost and coverage (tablestakes for consumers), but no one truly delivers on what matters most. Healthcare is confusing, complicated and most don't even understand what they are getting for their money. People seek simplicity, clarity and transparency. They want to be taken care of both in terms of their physical health and customer experience.

The #1 factor for driving customer experience (CX) is emotion - how a company makes me feel. However, health insurance is consistently ranked among the lowest of all industries in terms of CX. While competitors have tried to fill that gap with technology promising "holistic" health, it seems a more personal approach may be needed.

Boomers are an afterthought

Communications are filled with stereotypes and clichés that are unrelatable for a diverse Boomer population. Boomers trust brands that take the time to truly understand their needs and motivations.

Giving beyond healthcare

WellCare's purpose is rooted in empathy. They CARE, treating patients like people, not numbers. With associates in every market, WellCare gets to know their members on a first-name basis. They take the time to understand the real issues preventing members from living better, healthier, fuller lives. They go above and beyond providing access to local community services (transportation, social activities, addiction recovery, food banks, and more). They make sure members are set - socially, mentally, emotionally, physically - so they can take full advantage of the healthcare they deserve. Just take a look at Gloria's story to see for yourself.

An empathy map shows the pain points and needs of the TMA audience - what they are thinking, feeling, doing, seeing, hearing and saying:

Our integrated team took the above and ran with it, creating three overarching brand platform ideas to share with WellCare, all rooted in the single unifying insight:

People work hard to get to retirement and the healthcare they have been paying for in advance. But what good is that coverage if you can’t or don’t know how to use it to its full potential?

“We believe that before someone can recommend care for you, they need to care about you. That’s why we want to connect with and support you on a deeper level…as your friend, confidant, protector and champion. We understand your unique life story because we become part of it. So we truly know what you need out of Medicare, and with our personal knowledge and support, we can help you take full advantage of it all. And at the end of the day, you may not remember how we helped you find the right plan. But we hope you’ll never forget how we made you feel – valued, respected and genuinely cared for.”

WellCare’s main point of difference is the focus it puts on its members. The box serves as a powerful icon to reinforce putting members at the center of everything they do. It quickly highlights the emotion and humanity in every communication, and is a reminder that there are people behind the plans. The orange color makes the box more prominent, memorable, and immediately draws the viewer in, focusing their attention on the people WellCare serves.

“WellCare is much more than healthcare. We are a passionate community of health service providers who work and live in your community. From helping you find the right plan to finding you transportation to and from the doctor, we’re always in your corner. Because you are more than a member. You are Miss Dobbs, who has the greenest thumb in town. You are Mr. Taylor, who loves giving us updates on the grandkids. You are our neighbors and friends. And every day, you remind us why we provide personal care…that truly cares.”

Using real WellCare members and employees highlights the unique, symbiotic relationship between them, giving significance to the two equal shapes in the logo. Each communication piece will emphasize an attribute on which the WellCare community is built.

“You get out of it what you put into it. In many cases, this is true. If only the same applied to Medicare. The truth is, you’ve worked hard to better yourself, to better your family and live a proud, fulfilling life. So when you turn 65, you expect those years of hard work to pay off. You expect healthcare that provides not just what you need, but what you need in order to thrive. And that’s where WellCare truly takes your healthcare to another level – giving you everything Medicare does and so much more. More services. More support. More access. And more chances to unlock the full potential of your healthcare coverage. It’s care above and beyond Medicare. It’s WellCare. And though you’ve earned Medicare, you deserve WellCare.”

The kite represents emotional cues like freedom, happiness, control and new horizons. It is always moving forward and upward, briefly stalling along the way to punctuate key points, benefits and attributes of WellCare’s Medicare Advantage program, gently guiding our audience to the brand platform.

WellCare. Beyond healthcare. A better you.

Results

While WellCare loved aspects of each platform, they ultimately chose Beyond Healthcare as the inspiration for final concepts. This success was due to an integrated effort by SJ&P strategy and creative teams.